Available for purchase: $650 each 20" X 24" Giclée print/allow two weeks for delivery.
In his innovative silkscreen series, now available as Giclée prints, artist Keith Francis explores the intersections of culture, identity, and dialogue through the lens of Coca-Cola’s iconic advertising campaigns. Recognized as one of the most prolific marketing strategies in history, Coca-Cola’s advertising, particularly the Share a Coke campaign, has had a profound impact on popular culture and society on a global scale. Francis appropriates this marketing theme to foster dialogue between opposing groups, challenging viewers to confront societal divides.
Originally launched in Australia in 2011, the Share a Coke campaign encouraged consumers to find bottles featuring names of personal significance, share them with friends and family, and communicate their experiences via social media platforms. This phenomenon rapidly expanded across more than 70 countries, creating a sense of intimacy and connection through the simple act of sharing a drink. By recontextualizing this campaign within the framework of social discourse, Francis produces a series of prints featuring paired groups, such as Saint/Sinner, Christian/Atheist, Straight/Gay, and Protester/Supporter.
Francis’s work resonates within the contemporary art discourse that critically examines consumer culture and marketing strategies while addressing significant social issues. By harnessing the familiarity of a widely recognized brand, Francis invites viewers to reflect on the complexities of identity and the potential for dialogue in a polarized society. The playful yet serious nature of his appropriations encourages engagement with themes of inclusion and acceptance among divergent perspectives.
The significance of Francis's work extends beyond the aesthetic; it contributes to a broader conversation about the role of art in mediating social tensions and promoting understanding. In a landscape where divisiveness is prevalent, the very act of sharing—embodied in both the Coca-Cola campaign and Francis's prints—serves as a reminder of our shared humanity and the power of open dialogue.
Since the original silkscreen prints sold out in 2021, the portfolio remains a sought-after collection held in several private and public institutions worldwide, further solidifying its relevance in contemporary art. By synthesizing commercial art with critical social commentary, Keith Francis successfully reimagines the potential of advertising as a catalyst for conversation and connection, positioning his work within the ongoing discourse surrounding consumerism, identity, and social cohesion.
